Maxxium pushes Courvoisier with ad campaign

03 October, 2013

Maxxxium UK is launching a print ad campaign for Courvoisier that will bring a campaign called Here’s to Now to the pages of the Sunday Times, Short List and the London Evening Standard.

Photographer Jillian Lochner has shot a series of pictures of people enjoying cognac and they will run with straplines such as: “What better time than now?”

Some of Lochner’s pictures will feature on POS at multiple grocers, specialist retailers and the cash-and-carry division.

Maxxium UK’s marketing controller for luxury brands Chris Anderson said: “Here’s to Now is revolutionary in that it takes a 200-year-old brand and makes it relevant for today’s consumers, urging them to embrace life’s spontaneous moments with Courvoisier whenever and wherever the mood strikes.

“Here’s to Now is a multi-media campaign with on- and off-trade support that will drive sales of Courvoisier and inspire consumers, old and new, to reach for the brand.”




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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